Someone asked me: how’s your podcast doing?
My answer: After two years, it’s still going. 😀
The biggest challenge for most podcasts is consistency.
Podcasts are sexy and deliver huge ROI but require a lot of work.
You must plan episodes, invite and interview guests, edit audio and video, and distribute and promote.
It can become a slog and a grind.
Many companies question the ROI if they measure by subscribers, downloads and streams.
IMHO, that’s a flawed approach because the true value of a podcast is:
• Conversations with prospects, customers, and influencers
• Amazing material for content marketing and social media
• Brand awareness and affinity by delivering insightful episodes
Personally, the biggest ROI from my podcast is talking to smart and interesting people.
It’s like getting a free, high-value consulting session from experts.
From a “metrics” perspective, the biggest success signals are:
• I’m getting approached to have B2B SaaS CMOs appear on the podcast.
• 95%+ of my guest invitations are happily accepted.
• I do lots of notetaking while editing episodes.
How do you determine podcast ROI?